As you grow in fundraising experience, you understand that consistency is often more important than sincerity.

In any particular moment, sincerity (like authenticity) is a byproduct of feelings at that moment. And feelings change all the time.

This makes “sincerity” not the best foundation for a fundraising program.

What if, on the day you write your year-end appeal, you’re sincerely thinking about another job opportunity?

What if, when the time to deliver your speech at the event finally arrives, you’d sincerely rather be in bed?

Now “consistency,” on the other hand, is reliable. Steadfast on behalf of the beneficiaries and cause – no matter how you’re feeling that day. Willing to be vulnerable enough to ask boldly, no matter the day. Willing to show up in donors’ inboxes even though you feel like you’ve said everything before.

That sounds like a great foundation for a fundraising program.

Sincerity and authenticity are, of course, needed in a fundraising program. But for your mass donors, if you want to grow, fundraising done consistently will outraise sincere fundraising done occasionally.


Steven Screen is Co-Founder of The Better Fundraising Company and lead author of its blog. With over 25 years' fundraising experience, he gets energized by helping organizations understand how they can raise more money. He’s a second-generation fundraiser, a past winner of the Direct Mail Package of the Year, and data-driven.

2 comments on “Consistency

  1. I LOVE this post – I have always said Consistency is the Key! Thank you for this beautiful reminder. Also, I want to share how much I get out of your posts and emails. Thank you for sharing your insights and such great advice! They are highly engaging, always inspire me to do better and love that they are powerful, brief, and to the point. Best, Audra Platz, Director of Development, South Coast Botanic Garden (in Los Angeles County)

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